Clear Skin Dermatology
Clear Skin Dermatology is a physician-owned practice with more than 40 years of history in greater Chicago, competing for patients against regional chains and academic medical centers. The clinic ran its own Google Ads account in-house with no agency support. Not one patient could be traced back to an ad, keyword targeting reached the entire state instead of the neighborhood the Oak Park office serves, and the analytics setup deleted its own records every eight weeks.
Physician-owned dermatology practice with 40+ years serving greater Chicago from three offices in St. Charles, Oak Park, and Sycamore. Medical dermatology, skin cancer screening, pediatric dermatology, and cosmetic dermatology under owner Dr. Rany Jazayerli.
How We Helped Clear Skin Dermatology
Project Summary
Clear Skin Dermatology partnered with Digital Authority Partners to turn an unmeasured in-house Google Ads account into a predictable source of new medical dermatology patients. DAP rebuilt conversion tracking from zero to nine tracked patient signals across three offices, restructured the account from broad-match into intent-tiered campaigns, and localized targeting to the Oak Park service area, delivering 267 patient inquiries in 11 weeks against a goal of five per week.
The Challenge
Attribution Blackout Zero Patients Booked in 83 Days
The inherited campaign ran for nearly three months and produced no booked patients, because no conversion tracking existed to record one. Call tracking was absent too, so phone inquiries went uncounted. Phone calls are the primary way patients reach a dermatology practice.
Keyword Waste Most Clicks Came From Unqualified Searches
Broad-match terms such as skin and acne pulled in searchers nowhere near booking an appointment. Only 6 of 67 keywords carried quality scores strong enough to show they were live and configured correctly. The rest sat idle or misfired.
Geographic Mismatch Ads Served Across All of Illinois
Targeting covered the whole state while the Oak Park office draws its patients from roughly a 10-mile radius. Every impression outside that radius competed for budget against the patients Clear Skin could realistically see.
Measurement Foundation Five Systems Reporting Wrong Numbers
Reports ran two hours off the practice's own business day. Records vanished after eight weeks, two trackers fired at once and inflated every event, and the handoff to the Klara scheduler split each visitor journey in half.
How we Helped Clear Skin Dermatology
Complete Conversion Tracking Rebuild
Digital Authority Partners rebuilt measurement before touching media, so every optimization that followed rested on numbers the practice could trust.
- Reinstalled Google Analytics and Google Tag Manager as one clean setup, ending duplicate event counts
- Instrumented nine patient actions, from phone taps to appointment requests
- Deployed call tracking so phone inquiries register against the office that received them
- Connected the website to the Klara scheduler as one recorded visit
- Raised data retention from eight weeks to 14 months for year-over-year comparison
Google Ads Account Restructure
We rebuilt the account around what patients type when they are ready to book, and cut the terms that only looked like demand.
- Rebuilt the account into intent tiers for service, condition, and brand searches
- Replaced broad-match terms with tightly matched high-intent keywords
- Built a negative keyword framework from live search-term data
- Wrote responsive search ads around the two-week appointment availability
- Paused the inherited campaign that had produced no booked patients
Targeting Localized to Oak Park
Clear Skin competes street by street, not state by state. We narrowed the map to match how patients choose a dermatologist.
- Cut statewide targeting to a 10-mile radius around the Oak Park office
- Removed reach across the Chicago Loop and outlying suburbs the office does not serve
- Excluded the St. Charles and Sycamore service areas from the pilot
- Verified location reporting so each inquiry maps to a single office
- Concentrated the media on the neighborhood the Oak Park office draws from
Weekly Optimization Cadence
Ten straight weeks of reporting and intervention turned the account into something the practice steers instead of watches.
- Reported every week with named next steps, not status updates
- Replaced underperforming ad assets against live performance data
- Paced budget against lost impression share week over week
- Raised quality scores to reclaim rank-driven visibility losses
- Flagged a remaining gap in on-site engagement tracking for repair
What we Achieved
Clear Skin’s restructured campaigns produced 267 patient inquiries between May and July 2026. The account that ran before the engagement recorded none, because nothing was in place to count them.
The engagement set a target of five new medical patients a week at Oak Park. Across 10 reported weeks the campaigns averaged 20 inquiries a week and peaked at 36. The practice now plans staffing against a number it can predict.
Click-through rate, the share of searchers who choose the ad they see, reached 9.6% across the account and 18.1% on brand-defense searches. Healthcare local search averages 3% to 5%.
Cost per qualified lead fell 60% in the strongest single week and improved in six of the 10 reported weeks. Lead volume more than doubled in the same period, so the practice reached more patients for less effort per patient.
Nine patient actions now record in real time across all three offices, including phone taps, form submissions, appointment requests, and directions clicks. Clear Skin owns the setup outright in its own analytics and tag manager accounts.
